The cars South Africans desire versus what they can actually afford

Examining the contrast between the cars South Africans aspire to own and what they can realistically afford offers an insightful perspective on the 2024 market. According to the latest data from AutoTrader, South Africans still gravitate towards reputable carmakers. Top of mind are marques offering a wide range of reliable and affordable vehicles, like Ford, Renault, Nissan and Volkswagen. However, we wanted to know if this aligns with used-car enquiries, too. Are the cars South Africans want different to what they’re driving off the showroom floor?

According to George Mienie, CEO of AutoTrader: “Of the top ten best-selling used-car variants, just five OEMs are represented. The likes of Volkswagen, Ford, Nissan and Renault lead the field in used-car sales. However, several premium nameplates that don’t feature on the best-selling list are among the most enquired on our website. This clearly indicates that South Africans are still interested in high-end options, even if they cannot afford them right now.”

CARS SOUTH AFRICANS WANT

Just look at the differences between the top ten best-selling used cars versus the most enquired cars. Number one is the Volkswagen Polo Vivo 1.4, with 6 582 units sold at an average selling price of R189 874. However, it’s the Polo 1.0 TSI that garners the most enquiries online. This suggests South Africans want the more refined Polo 1.0 TSI but opt for the cheaper Vivo 1.4 instead due to affordability concerns. During the same period, 5 878 Volkswagen Polo 1.0 TSIs were sold at an average price of R290 699.

Bakkies remain popular with South African motorists regarding sales and enquiries. The Ford Ranger XL, for example, holds fourth spot on the used-car sales charts. However, the Ranger XL is only the eighth most enquired vehicle, behind the Ford Ranger Wildtrak which is seventh. Again, a clear indication that South Africans aspire to the higher-end option but will opt for a cheaper derivative when it comes time to purchase.

PREMIUM ASPIRATIONS

Likewise, this is notable in several other highly enquired models. Premium vehicles with high levels of enquiry include the BMW 320i, Volkswagen Golf GTI and Mercedes-Benz C200. Once again highlighting the desire among consumers to at least aspire to purchase a premium car. However, none of the above variants appear in the top ten most sold cars. Ergo, the cars South Africans want versus what they actually purchase highlights the role price inflation in 2024 has played locally.

While there is considerable interest in premium cars, purchasing decisions are grounded in practicality and affordability. Trusted brands like Volkswagen, Ford and Nissan lead the way, underscoring the value South African consumers place on affordability and reliability. Now you know …